Advocacy advertising is an excellent way you can connect with your customers. As a marketer, you want your consumers to immediately follow your social media channels and begin to align with your brand.
Through advocacy advertising, your typical customer will be more likely to trust your brand name and then purchase products or accessories from your business. Your company brand will stand out in your market. Essentially, it will drive your consumers to respond to your call to action.
Keep reading to learn more about what advocacy advertising means and why it’s a great way to reach your customers.
Advocacy advertising is a way to market your brand name to support a social cause or message and nonprofits often use this type of marketing strategy. Private organizations also implement an advocacy campaign or two to influence public opinion. Usually, this type of advertising focuses on environmental, social, or political topics.
Most importantly, advocacy advertising avoids promoting products or services. Commercial advertising is responsible for that type of marketing.
To better understand advocacy-based marketing strategies and their goals, you’ll need to learn the definition of commercial advertising and the difference between the two.
Commercial advertising focuses on marketing the products or services of a company. Product advertising is another term for this type of marketing and focuses on sending a message to as many consumers as possible regarding its brand or product.
Commercial advertising also often focuses on the product life cycle. Therefore, it includes premiering a new product when it first hits the market, focusing on the growth of popularity of the item, promoting the maturity of the product, and addressing a potential drop or a lack of demand in the market.
Advocacy advertising, however, has nothing to do with promoting a product or service. The corporate world has begun to implement advocacy advertisements to promote social, environmental, or political causes. Companies have used this form of marketing to make an impact on issues such as conservation, the environment, nuclear power, energy, and more.
While commercial advertising bases its goals on selling products or services, advocacy advertising aims to spread a social, political, or environmental message, increase awareness, and drive people toward a specific action to solve the issue.
The biggest advantages of advocacy advertising involve the following:
- Exposure across a larger segment of the population
- Helps advocacy groups improve awareness of the issue and, consequently, your brand
- Improves your brand value and image in the marketplace
- Spreading communications through trustworthy channels including social media channels
- Developing a decentralized sales team through customers interested in the advocacy issue
- Boosts conversion rates due to more positive reviews
- User-generated content and information increases consumer engagement with your brand
- Cuts the costs related to customer acquisition
- Improves loyalty among the customer base
These are some of the most common benefits of advocacy advertisements. In general, it will strengthen the community of businesses both in terms of employees, partnering companies, and clients.
The most typical advocacy advertising outlets include nonprofit organizations. In addition, a lobbyist, an advocacy group, and even corporations use advocacy advertising strategies to send personalized messages and promote essential causes. Other interest groups also use this form of marketing.
Some common businesses that have used this type of advertising method include Tesla, Chobani, and Patagonia. Tesla is responsible for producing vehicles that run on electric energy, which aims to transition drivers to using sustainable energy and protect the environment.
Much of the advertising related to Tesla focuses on discussing the importance of green energy and promoting saving the environment. For another real-world example, Chobani, on the other hand, used its marketing strategy to emphasize inclusivity and equality among its customer base.
This led to greater customer advocacy and word-of-mouth marketing. Patagonia also follows socially responsible methods as well as environmentally-friendly processes and fair wages. Positioning their values in their marketing strategies helped boost Patagonia’s brand image.
The goals of an advocacy advertisement include:
- Raise awareness of a social, environmental, or political cause
- Influence people to take action and help solve a major problem in society
- Improve loyalty from the audience to strengthen the cause
- Solve the problem associated with politics, the environment, or social factors
In addition, advocacy advertising can provide a particular viewpoint on public topics of an organization, business, lobbyist, or interest group. If you’re running a nonprofit organization, you won’t have to follow the same regulations since your entity is tax-exempt and is not associated with political campaigns.
There are multiple channels through which you can utilize advocacy marketing campaigns including radio, magazines or newspapers, television, email marketing, and social media channels.
These are some of the main goals and methods of advocacy advertising campaigns.
Express advocacy and issue advocacy are two of the most typical kinds of advocacy advertising.
Express advocacy is for political campaigns and focuses on political advertising that supports or opposes specific electoral results, according to Ballot Pedia.
Essentially, you will find statements related to pro or against certain political outcomes from express advocacy advertisements. This form of advertising will tell the audience whether to vote in favor of or against a political candidate. Express advocacy needs to follow federal campaign regulations.
Issue advocacy, on the other hand, focuses on bigger and broader political issues. It does not focus on political candidates. These types of advertising campaigns focus on emphasizing important social or political factors.
Numerous advocacy campaigns have gained traction and improved their brand’s awareness. For example, the company FEED donates meals to the hungry with every sale of their various handbags and accessories.
One simple advocacy campaign they chose is the #FEEDSupper hashtag where the company asked their customers to host meals for the hungry and/or homeless, gather donations, and post photographs online of their events.
The company Airbnb aimed to let their opinion known in terms of the global refugee crisis and promoted inclusivity through the #WeAccept campaign.
This campaign aired on a commercial during the super bowl in 2017, which led to more than 30,000 tweets during the first half of the super bowl. The Airbnb campaign included a plan to provide temporary housing to at least 100,000 people over five years.
These are some key strategies to use in advocacy campaigns no matter what type of organization you’re running.
Advocacy advertising is a good strategy to achieve several different goals, such as raising awareness of environmental, social, or political issues. For corporations, it can build brand loyalty, increase customer satisfaction, and improve the company image in the marketplace.
Your team can find key solutions to implement advocacy advertising by considering the strategies of companies like Tesla, Chobani, Airbnb, or FEED.
You can use social media channels, email marketing, radio, or television to position advocacy campaigns for your customer base to follow. With this marketing strategy, your company will shine and stand out among its competition.
An example of advocacy campaigns is when a nonprofit organization raises the issue of cancer survival and aims to fund cancer research to produce better treatments and cures. The American Cancer Society, for instance, uses this type of marketing and holds relays to boost research funding.
Issue-only ads, interest advocacy ads, or issue advocacy advertising are different names for the term advocacy advertising. This type of marketing aims to spread a specific message about a problem, such as a social or a political topic. Advocacy groups or special interest groups are responsible for spreading this form of communication.
The aim or goal of advocacy advertisements is to raise awareness about a particular issue. It means to drive parts of the population toward taking action and solving the problem at hand. This may include raising funds or volunteering time and energy to help resolve the issue.
There are key steps you’ll need to take to create an advocacy commercial including:
● Engaging your audience with a strong opening statement
● Describing the problem at hand
● Offering data to back up the severity of the issue
● Connecting to the audience by considering their values and interests
● Finishing with a call to action
You should consider using advocacy marketing campaigns at your business to strengthen your brand and ensure your public perception is effective for your long-term business goals.
It’s a great way to improve the loyalty of your customer base and boost retention. Advocacy marketing can even raise customer satisfaction levels.